PRADA集團(法國)產品總監

　　法國國立行政學院時尚及奢侈品營銷專業教授 Mr.Serge Carreira

　　演講要點：

　　第一部分：Luxury is a way of living : refinement, rarity,… 奢華是一種生活方式:高尚,稀有

　　Luxury is a quest of perfection.

　　奢華是對完美的追求

　　Luxury products is a story.

　　奢華產品是一個故事

　　Fashion meets luxury.

　　時尚與奢華相遇

　　第二部分：Luxury essence is the same but major evolution of the Luxury market in the 90’s. 奢華的本質是一樣的,但是奢華市場的主要發展是在九十年代.

　　=> Market of brands

　　品牌市場

　　=> Change of the customers

　　顧客的轉變

　　=> Change of retail

　　零售的轉變

　　第三部分：Luxury market is a market of brands : 奢華市場是一個品牌的市場:

　　Product is fundamental but luxury is to be able to built a global brand from a creative collection to the architecture of the stores, from advertising to services to the customer.

　　產品是基礎,但奢華可以從創意收集到店面建筑;從廣告到客戶服務構建一個全球品牌。

　　第四部分： Fundamental change of the customers : 顧客的主要轉變：

　　New customers : perfume, new lines, new products, accessories. Concept of “luxury democratization”.

　　新顧客：

　　New geographic areas : China, India, Brazil, Russia,… New luxury territories.

　　新地區：中國，印度，巴西，俄羅斯…新的奢華領地。

　　第五部分：Retail is the key point of the Luxury market. 零售是奢華市場的關鍵點

　　=>New concepts of architecture : stores are the material link between brands and customers.

　　新的建筑概念：店面鏈接品牌和顧客的物質紐帶。

　　=> New services to the customer.

　　對客戶提供新服務。

　　Conclusion :總結

　　Brands are part of the contemporary culture.

　　品牌是當代文化的一個部分。

　　Luxury is still symbol of pleasure and dream.

　　奢華仍是歡樂和夢想的象征。